The Columbian. [volume] (Bloomsburg, Pa.) 1866-1910, 1887-01-14
Newspaper Advertising.

purchase, he buys from parties whose
standing in their several call
ings is q guarantee for the quality of
their wares. Whom the same man
wishes to advertise, he goes to those
who have made the business a study,
and possess the requisite facilities Tor
its transaction. He wants the best
service which it is possible to procure,
and goes TO the place where it is most
reasonable to expect thai such service
may be obtained
The sentences quoted above make
up the opening paragraph of "emark-
able publication which has lately reach
ed us from the oldest and best known
house in this line, Messrs Geo. z.
Rowell & Co., Propretors of the News
paper Advertising Bureau, No. 10
Spruce Street, New York City.
1t was in the year 1865 that this firm
organized an Office for the reception
and forwarding of advertisements for
American newspapers, and .hey have
long had more thoroughly perfected
system, ard better facilities for coduct-
ing the necessary negotiations and
watching the fultilment of advertise
ing contracts, than has elsewhere ever
been attempted.
They represent the best daily and
other Newspapers of all American
cities the leading and most influential
Religious, Agricultural and other
Newspapers published in the interests
of the many and various classes, trades
sects or interests and also such county
journals of local influence as have pc
cuhar merit which makes them of value
to class of advertisers.
They receive and keep regularly on
file all of the Newspapers of special
merit or influence which are issued
throughout the land, whether daily
weekly or monthly.
They established and have always
published the American Newspaper
Directory, and are engaged at the pres
ent time upon a revision for the nine
teenth annual edition but the Direc
tory now contains the names of fifteer
thousand newspapers, while those which
general advertiser specially needs x
use do not number much over a thou
sand 1t is said to be easy to expend
hundred thousand dollars for thre,
months advertising in the Thousand
selected papers. 1t is to aid the adver
tiser in making the selection, that thu
small volume of which we are nov
speaking has been issued. 1t has beer
compiled with honesty, Judgment aut
knowledge.
Beginning with list of sixteen lead
ing daily newspapers in the city o
New York, giving their advertising
rates in full next is given a selection
of (never more than Sky dallies issue'
in each American city having popu
lation of more than one hundred an(
fifty thousand following this comes {
judicious catalogue of papers in place
having more than twenty Thousand
population.
The papers which should be selected
to advertise every section of the countr,
: using but few papers, are then named
those which reach the South, the Paciti
Slope, the Territories, Canada or New
England in separate groups and il
one small combination i, catalogued {
couple dozen of publications which g
eoerychere.
One list names the best paper il
every Stat, in no instance more thar
one, and again there is a catalogue o
largest clrculations from which is omit
ted periodical which has reached regu
lar issue of 80 many as twenty five thou
sand copies.
The largest single group is calleC
''The Best List of Local Newspapers,
every paper named on it being selected
because either its daily or weekly
edition is the most widely circulated o.
influential, published at an importan
town, city or county seat. This lis
covers every State, Territory, Dlstric
and Province of the United States aDC
Canada, and represents every count,
seat having population greater thai
5000, and every place having a popu
lation greater than 5000 from Hallta,
to San Dngo from Florida to Britis
Columbia
This small book contains a grea
deal of information which every sue
cessful advertiser must hare, 1t is
remarkable compilation - remarkable
for its impartial honesty. 1t is exactl,
what it purports to be, and has beer
compiled without fear or favor, upol
the best judgment of its publishers
and on the subject treated their judg
ment is the best which can be appeale,
to.
| Two features will surprise most news
paper men who have not hal their at
tention called TO the mater; one i
that more than one half of all the oun
try weeklies are now printed on th
cooperative or ready print plan, anC
the other that lisC of class journal
numbers between two and three hun
dred in all, although no class paper i
allowed pace in the catalogue unlas
its regular issues exceeded five thou
sand copies. Glass journals are main
ly a growth of the last decade.
1t is hardly necessary TO say in thi
connection that the COLUMBIAN is az
corded place in its appropriate class
fication.